Nike partners with cultural icon FKA twigs as Creative Director for the new Zonal Strength Tights campaign.
This music visual perfectly illustrates a balanced 'artist meets brand' partnership. It unites both creative control, by centering FKA as not only the performer but also the creative director, and a great chance for Nike to break new ground with its new Zonal Strength Tights campaign. Consumers are constantly being bombarded with bland click-bait style adverts ( Okay, kittens will still make me by anything!) and artists are attempting to create, and survive, in a world of 'freeness'. Unifying a powerful and explosive trusting brand partnership is how both business and the arts can move forward together. What a beautiful music video that makes me want to upgrade my work-out gear. Can corporations and artists work in harmony together? If this collaboration is anything to go by; there may just be some hope.